If you’re online business focuses around providing content on a regular basis, it stands to reason that you’ll want to track what’s working well. Be it a blog, news site or maybe reviews, it’s crucial that you understand what content is working well for you, and also what’s not working well. If you can learn from both your successes and failures, you’ll be in a much stronger position to improve your website and keep building traffic. The whole aim is to find out why a particular piece of content worked so well. Did it connect well with your readers? Did it rank really well? Did it get shared on social websites?
By looking into the following areas, you should be able to identify your strong points. One thing worth mentioning is that you should attempt to track everything you do. For example, if you try playing around with keyword placement, make a record of what you’ve done so that you can see the effect it has on rankings and traffic.
Top Landing Pages
Using Google Analytics, it’s relatively easy to find out what pages on your website are sending you the most amount of traffic from organic search. By going into your dashboard, selecting ‘top landing pages’ from the content menu and then filtering the results to show ‘organic’ as the source; you’ll end up with an ordered list of the best performing content on your website. The first thing you should do with this information is to try and identify why a particular page has done so well. Once you’ve done that, you can then go and improve on other content to try and replicate the success.
Number of Keywords
Another very useful metric you should be measuring is how many keywords a particular post is attracting search traffic with. This can be done relatively easily by clicking on the ‘traffic sources’ tab and then selecting ‘keywords’ from the menu. Add in a field for ‘landing page’ and then use the advanced filter to drill down to individual items of content. If you do this regularly enough, you can start to build up a spread sheet of data which you can track over time. The whole point of looking at this metric is to see how exposed each piece of content is on the search engines.
If you’re producing news or blog posts, then chances are that one of your goals will be to increase your social presence. By using services such as Shared Count, you can easily track the amount of likes, tweets, comments and more that each piece of content on your website has attracted. From this information, you should be able to determine which pieces of content are connecting with your audience, and what type of content is most shareable. It’s all well and good reading guides on ‘how to produce shareable content’, but actually finding out what your audience reacts to is invaluable.
The key with all of the above is to track things regularly. Of you start to do that, patterns will emerge and you can start to learn more about your audience and how to improve your blog.
About the Author: Sarah Quinn currently works for Wish.co.uk, promoting their experience days and unique gifts across the web. If you fancy doing something crazy, then why not check out what they have to offer.